Chinese video-sharing platform Bilibili is attracting international attention with reports that it could pay creators around $0.70 per 1,000 views, as the company steps up efforts to expand beyond China and compete with global video platforms such as YouTube.
The reported figure has been widely discussed on social media and was cited by RT, but Bilibili has not officially confirmed a fixed payout of $0.70 per 1,000 views. Its published Creator Programme documentation says earnings can vary depending on several factors.
What could creators earn?
At the reported rate, a creator generating 1 million views could potentially earn around $700 before taxes, adjustments or other deductions.
However, this should not be treated as a guaranteed rate. Bilibili’s official monetisation policy indicates that creator earnings depend on factors including audience location, advertiser demand, content category and the monetisation products involved.
Revenue can also be adjusted for invalid traffic, refunds, fraud detection, taxes and violations of platform policies.
Monetisation requirements
Bilibili’s Creator Programme requires creators to meet certain eligibility conditions before applying for monetisation.
According to the platform’s published requirements, creators need at least 100 subscribers and 2,000 valid public views. Their channels are also subject to checks relating to originality, copyright compliance, community guidelines and account standing.
Artificial engagement, including purchased views or fake subscribers, is not permitted.
Bilibili expands beyond China
The reported creator payout comes as Bilibili is making a significant push into international markets.
The company has relaunched its international app, is developing an English-language website and has started recruiting community managers in markets including the United States, Europe, Japan and Latin America.
Bilibili has also made it easier for international users to access the platform. Reports say the company has removed some of the identity-verification requirements that previously made it difficult for overseas users to upload content.
Aiming to attract international creators
The platform is actively positioning itself as another revenue and audience option for creators outside China.
Bilibili has reportedly been approaching international influencers and creators and is developing a marketplace that could connect creators with brands for sponsorship opportunities.
The company is also hiring community staff in cities including Los Angeles, London, Mexico City, São Paulo, Istanbul and Tokyo, signalling a broader international strategy.
Can Bilibili really challenge YouTube?
Bilibili already has a large user base in China, with reports putting its monthly active users at more than 370 million. Its core audience has traditionally been particularly strong in areas such as anime, gaming and other interest-driven content.
Its challenge now is to convert that domestic strength into an international creator and viewer ecosystem.
For creators, the reported $0.70 figure may be attractive, but the bigger question will be whether Bilibili can deliver large and sustainable audiences outside China, rather than simply offering competitive initial payouts.
No confirmed fixed payout yet
While the $0.70 per 1,000 views figure is generating considerable interest among creators, it is important to distinguish the reported figure from Bilibili’s official policy.
The company has not announced a universal fixed CPM/RPM of $0.70, and actual earnings can vary significantly between creators.
Bilibili’s global expansion therefore represents a potential new option for international creators, but whether it can become a genuine YouTube competitor will depend on its ability to attract viewers, creators and advertisers at scale.
